The COVID-19 pandemic may have put social gatherings on hold and forced people indoors, but heritage hub Wisma Geylang Serai was certain that the virus was not going to dampen Hari Raya celebrations. Shifting its outreach online would allow it to engage the community safely and turning to TikTok meant creating authentic experiences while spreading the festive cheer.
To boost its campaign awareness and gain traction organically, the brand developed the #HariRayaSelamat Branded Hashtag Challenge. Working with local performing arts company Sri Warisan allowed the brand to conceptualize and incorporate two Malay dance forms – the Inang and Joget — into its official campaign video. The simple and easy-to-follow choreography was complemented by a catchy tune inspired by a modern spin on a famous Hari Raya song. This helped WGS develop a strong brand identity online by encouraging users of all ages to join their community on TikTok by filming and uploading their dance routines.
Using the TikTok LIVE feature also allowed WGS to connect better with its followers by using dedicated live stream feeds to showcase different festive-themed events. From cooking classes to live singing performances, viewers were given the option to pick and choose content according to their preferences. TikTok LIVE's interactive comment section also allowed WGS to connect with its followers in real-time.
TikTok's 100% share-of-voice TopView solution was another important tool that allowed WGS to improve its brand traction while redirecting users to WGS’s landing page. This approach was further complemented by the use of the One Day Max In-Feeds Ads, appearing within the ‘For You’ feed.
Adopting an organic approach towards building brand presence paid off as WGS racked up a total of 150,000 engagements with almost 2,105 videos created by users. The community-led approach towards creating content helped propel video view numbers, which reached nearly 3.7 million.